Digital Marketing Terms

Digital Marketing Terms Every Marketer Needs to Know

Digital marketing is a deep and complex field. However, there are a handful of digital marketing terms that every marketer needs to know. Here’s a look at some of the more essential digital marketing terms that every digital marketer should know. If you’re looking for a more general marketing glossary, then you should check out this article!

Digital Marketing Terms: #

301 Redirects

301 Redirects are a means to permanently redirect visitors from one page to another page. The redirected page garners roughly 90-99% of link equity (ranking power) from the original page. The “301” references the HTTP status code for the type of redirect. This type of code redirects the browser from one page to another.

302 Redirects

302 Redirects are an approach used to temporarily redirect visitors from one page to another. The “302” refers to the HTTP status code for this type of redirect. This type of code redirects the browser from one URL to another.

307 Temporary Redirect

Similar to a 302 redirect, this redirect code informs search engines that a page is temporarily redirected.

404 Page Not Found

This redirect code tells search engines that a page cannot be found. However, this code doesn’t contain any additional information about why the page is gone. Thus, the search engine may keep the page indexed and keep coming back to crawl it. Furthermore, visitors will still be able to find their way to pages with this error code, which is a major negative factor for user experience and SEO.

410 Content Deleted

A 410 status informs search engines that a page has been deleted and is not coming back. As a result, it may get removed from the search engine index faster.

451 Unavailable for Legal Reasons

This status code informs search engines and visitors that the associated content needs to be removed for legal reasons.

Digital Marketing Terms: A

A/B Testing

A/B testing is a simple way to test webpage changes against your existing content. The existing content is called the control, which you then compare to an updated version – the variation. The basic premise is to compare different versions of content to determine which version is more effective. Split testing or bucket testing are other names for A/B testing. The testing is a randomized experiment with two variables – the control and the variation. You then apply statistical analysis to determine which text performs better, by measuring the impact of the changes on metrics to identify positive or negative results.

Digital Marketing Terms - A-B Testing

Ad Extensions

Ad extensions consist of the additional information tied to a Google Ads advertisement. This extra info can include an address, callouts, pricing, reviews, click-to-call, site links, and app downloads. Longer ads increase ad visibility on the SERPs and typically generate a higher click-through rate (CTR).

Alt Text (or Alternate Text)

Alt Text refers to the words used to provide a text alternative to visual information (e.g. pictures, graphs, charts, etc.). The primary purpose of Alt Text is to provide context to HTML code for images so that visitors who are visually impaired can get an idea of what they cannot see.

Anchor Text

Anchor Text is the clickable portion of a hyperlink. It plays a major role in terms of SEO as a ranking signal to Google. The hyperlink provides context linking the display to another document or site on the web. Search engines and users can collect information on the link’s destination via hyperlink information.

Digital Marketing Terms - Anchor Text

Attribution Models

Attribution models refer to a marketer’s identification of specific user actions that reach the marketer’s goals, such as the steps that lead up to a sale. Marketers identify consumer actions and assign a value to each action. Marketers can better visualize and understand consumer behaviors and the value of each step that leads to a sale.


Automation involves software designed to automate marketing actions. Marketers often automate repetitive tasks such as email campaigns, social media, and other website actions. With marketing automation, business tasks are more manageable and take up less of your valuable time. Marketing automation allows online businesses to buy, sell and convert more consumers into customers.

Average Position

Average Position refers to the statistic that describes how your ad typically ranks against other ads. On a SERP, Google Ads has four top positions (#1-4). These positions appear at the top of the SERP. Ad positions 5-X show up towards the bottom of the page.

Google determines ad position by Ad Rank. Ad Rank calculates a score based on the marketer’s bid and keyword, ad, and website/landing page quality. The higher the score, the better the ranking position for the ad. Ads can vary from position to position through the day depending on high bids for the date and time. Google Ads Tools provides marketers with a way to analyze their ad’s average position.

Digital Marketing Terms: B

Business to Business (B2B) Digital Marketing

Business to Business (B2B) digital marketing involves an array of digital technologies and strategies used to reach leads and convert them into customers. B2B digital marketing methods provide marketers with the means to focus on targeted, measurable, and interactive audiences. B2B digital marketing promotes products and services via digital marketing methods such as content marketing and social media marketing. This style of marketing is an effective means to build brand awareness, preference, and engage with both prospects and customers. B2B digital marketing methods include the following tactics:

  • search engine optimization (SEO)
  • search engine marketing (SEM)
  • influencer marketing
  • content marketing
  • eCommerce marketing
  • data-driven marketing
  • campaign marketing
  • content automation
  • social media marketing
  • direct email marketing
  • social media optimization
  • eBooks
  • display advertising

B2B Marketing

Business to Consumer (B2C) Digital Marketing

B2C digital marketing refers to the methods and best practices that marketers use to promote products and services to consumers. There are different means to advertise online such as content marketing, banner marketing, and blogging.


A backlink is a link that sends visitors to another website. An HTML Href Code connects the two links. Sites with strong backlinks typically rank higher on Google SERPs. The concept hinges on the idea that websites backlinked to established websites offer higher ranking potential. Backlinks are also a great way to garner Google Authority. Backlinks are also known as incoming links, inbound links, in links, and inward links. All in all, backlinks are links present on other sites that link back to your website.

Bing Advertising

Bing advertising refs to a Bing platform service. The service provides pay-per-click (PPC) advertising on three search engines: Bing, MSN & Yahoo. Marketers bid on keywords and keyword phrases. Advertisers can create ads tailored to geographic regions, specific days and times, and segmented demographics.

Bing Webmaster Tools

A free service that provides webmasters with the ability to add websites to the Bing index crawler. The tools are categorized so they are easy to reference. Each tool is designed to help marketers succeed in the Bing search results pages. The Bing webmaster tool includes a personal marketer’s dashboard that provides an overview of the site’s performance and helps identify areas that need improvement. The tool also provides marketers with an easy way to understand and analyze their site’s performance via reporting tools, diagnostic tools, and notifications.

Black Hat SEO

Black Hat SEO refers to unethical digital marketing or SEO marketing methods. Digital marketers employ these less than ethical tactics to get their content to rank higher on the SERPs. The practice typically results in lower rankings for competitor sites and higher ranks for the sites partaking in unethical behavior(s). Some of the more common forms of black hat SEO include mass directory link building, article spinning, and negative SEO (leaving negative reviews on a competitor’s website). This should go without saying, but hacking a competitor’s website is less than ethical. Search engine providers, such as Google, consider optimization techniques that are deceptive or do not conform to their guidelines to be black hat methods.

Bounce Rate

Bounce Rate

This is an essential digital marketing term. Your bounce rate is a metric that is of great importance to any respectable digital marketer. A bounce rate is the percentage of visitors that leave (“bounce”) your website before viewing any additional content. The formula to calculate bounce rate is wicked easy: Bounce Rate = One-Page Visitors divided by Total Visitors. The bounce rate provides marketers with valuable insight into the effectiveness of their site. A high bounce rate typically means that a site is not very effective. On the other hand, a low bounce rate means that a site is effective. Check out this post from ContentSquare if you’re curious as to how your website stacks up against the rest of the internet or your industry.

Brand Awareness

Brand awareness refers to the extent of customer awareness (recognition and recall) of a brand and its products and/or services. The degree of brand awareness for a brand and its products is developed via an array of advertising methods. Brand awareness is an essential component of business marketing since it measures the ability of consumers to recall a brand. Furthermore, brand awareness is a primary consideration in the realm of consumer behavior, advertising management, brand management, and strategy development. Consumers will likely not purchase unless they are aware of the brand and/or product.

Brand Equity

Brand equity equates to the value of a brand’s name. The essence of brand equity is the level of sway a brand name has in the minds of consumers. Established brands typically generate more business and lesser-known brands tend to generate less business. Furthermore, consumers often associate quality with brand equity, such that consumers tend to trust household names over unknown brands.

Brand Loyalty

Brand loyalty has to do with consumers who have a positive view of a brand and exhibit commitment to a brand. It is a relationship between consumers who are loyal to a brand, product, or business, regardless of what the competition does. Consumers display their loyalty in different ways, such as purchasing a brand’s products on a regular basis and providing positive word-of-mouth advocacy.

Buyer Persona

A buyer persona is a semi-fictional character that marketers used to represent different buyer types and scenarios. Marketers develop these characters from intense market research and real data gathered from existing customers and leads. Buyer personas typically represent real consumers and customers that could potentially visit your site, purchase or use your product, etc. Marketers often combine personas with market segmentation. Marketers create qualitative personas to represent specific segments. You can also create negative buyer personas to describe consumers and customers that markets wish to avoid.

Digital Marketing Terms: C

Call-to-Action (CTA)

A call-to-action is designed to prompt a response from consumers. Marketers use CTAs to encourage consumers to take immediate action towards purchasing their goods and/or services.

Digital Marketing Terms - Call-to-Action


Campaigns include various types of advertising such as PPC and content marketing. Marketers strategically plan marketing campaigns to engage with consumers, convert sales, drive inbound traffic, and increase revenue. Marketers use campaigns to reach their goals and employ one (or more) digital marketing channels to reach said goals.

Canonical Element

A canonical element references an HTML element that webmasters use to prevent duplicate content. The code RFC 6596 is added to the HTML head of a webpage. This code alerts Google crawlers of duplicate page content. The canonical (or preferred) version of a webpage is the original content of the page and is specified as part of SEO credit to the webmaster. Duplicate content should point to the canonical to the source URL. This provides SEO credit to the original source or webmaster.


Channels refer to the digital advertising sources that marketers employ like search engines, websites, mobile apps, email, social media, etc. Digital technologies such as the internet are used to market goods and services. Digital marketing channels allow marketers to target audiences, build brand awareness, and increase their sales.


A computer program designed to engage with site visitors via auditory or text-based methods. A chatbot is also known as a chatterbot, chatbot, and Artificial Conversational Entity. Chatbots hold conversations with humans via various means such as webpage chat windows. The primary purpose of chatbots is to provide consumers with immediate customer service. These programs are designed to simulate human behavior.  These systems are both sophisticated and simple at the same time. The sophisticated nature is due to the system’s ability to process natural language and the simple element is tied to how the system scans for keyword input, which, in turn, allows it to provide database replies relevant to keyword input.

Click Maps

Website Click Map

A click map is a graphical representation of user clicks on a website. Let’s take a digital marketing e-commerce site that provides software and services and the site’s products and service pages are organized. Your click map will track user activity from images, text, buttons, and page elements that visitors click on across each page. You can use any one of a multitude of tools to generate a click map – one of my favorites is Hot Jar. Click maps provide marketers with valuable information, such as an easy-to-read interpretation and analysis of site-wide tracking data. The displayed data format will vary depending on the tools used to generate the click map, but heat maps are the most common format.

Click-Through Rate (CTR)

Click-Through Rate

Your click-through rate is the number of consumers that actively click on an ad upon viewing it. You can calculate your CTR by dividing the number of ad clicks by the total number of views. Your CTR is designed to gauge the effectiveness of ads. The higher your CTR, the better.

Competitive Analysis

Competitive analysis is the analysis of a business and its position within its competitive environment. In the digital marketing realm, competitive analysis involves the analysis of online competitors. This analysis incorporates competitor strengths and weaknesses, as well as internal strengths and weaknesses. Demographics and consumer marketplace desires, marketplace business strategies for improvement, obstructing barriers that limit the marketer or business from entering new markets, and deterrents that prevent competitors from destroying the business’s current foothold all contribute to an effective competitive analysis.

Content Marketing

Content marketing involves the creation and distribution of online materials. A few examples include blog posts, videos, and social media posts. Content marketing is designed to provide users with information. That being said, make sure you don’t abuse it by only promoting your brand!

Content Upgrade

A content upgrade refers to some sort of bonus content you provide consumers in exchange for their email address. Content upgrades are unique in that the purpose of collecting email is not to develop an email list. Rather, the email addresses are used to distribute information provided via the site and specific to a topic per the request of the email addresses’ owner.

Conversion Rate

Conversion Rate

This metric refers to the percentage of website visitors that complete a transaction on your site. The transaction is determined by the marketer’s predefined goal(s). A predefined goal can include a sale conversion or a visitor’s request for additional information for example. The calculation is simple, all you need to do is divide the number of successful conversions by the total number of website visitors.

Cost Per Click (CPC)

Cost per Click (CPC) is the dollar value a marketer spends for a pay-per-click campaign. Pay-per-click ads are displayed across search engine providers such as Google and Bing. Google Ads and Bing Advertising require marketers to bid on keywords and keyword phrases. Each keyword and keyword phrase has a cost associated with it that fluctuates based on popularity, timing, and a number of other factors.

Cost Per Thousand (CPM)

Cost per Thousand (CPM) is the digital marketing equivalent of the Roman numeral for 1,000. Marketers use CPM to measure the cost of an online advertisement per 1,000 impressions. Impressions are the number of times an ad appears on a webpage. Marketers can use CPM to bid on a keyword or keyphrase.

Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO) involves the digital marketing branch where the goal is to increase the conversion rate of a webpage. In most cases, the higher the conversion rate, the more profitable the page. Marketers use an array of strategies to dominate in this department. Marketers also typically combine consumer psychology and web design to increase their conversion rates. One of the most common ways to improve the CRO of a webpage is to conduct an A/B test and see which version tests better.


A crawler is an internet bot that scans websites. The bot is a systematic program designed to index websites in most cases. The crawler “crawls” through code and reports its findings back to a central index source (aka Google). Google uses crawlers to locate new content and to evaluate webpage quality for the purpose of SERP rankings.

Customer Acquisition Cost (CAC)

Digital Marketing Terms - Anchor Text

Customer acquisition cost is the total cost of closing a deal. It is an important metric in marketing used to calculate the actual value of a particular customer. Marketers use CAC to determine the percentage of resources that are necessary in order to obtain a new customer.

Customer Experience

Customer experience refers to the quality of the relationship between an organization and a customer through the interactions between the two parties. There are three main components to a customer’s experience: the customer journey, the interactions between the customer and the business, and the customer’s environmental experience. A positive customer experience occurs when a customer is overall satisfied with their interactions with the business.

Customer Lifecycle

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